Chris Caines

Marketing Blog

September 10, 2014

Apple have just ‘quietly’ redefined the music industry

‘Gifting’ an album to half a billion people will unsettle the status quo. Apple have not only changed how music is consumed and distributed, but they are about to change which artists we listen to

Amongst the iPhone 6 and 6 Plus, Apple Watch and Apple Pay, the tech giant announced that they were gifting a new U2 album to their community. It was an easily forgettable close to the general broadcast, and it’s not an easy to find promotion on their website. Apple aren’t making too much of it, but it is significant.

A big moment in music history. And you’re part of it.

This move is more than simply distributing a free album, it could well be seen as intent to shake up the industry in its entirety.
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September 4, 2014

Well done IKEA, very clever Apple parody

Endless battery, instant high definition images, and tactile page flicking

“Chief Design Guru” Jorgen Eghammer introduces IKEA’s latest hi-tech innovation – the ‘paper catalogue’, presented in a fantastic Apple-esque homage features reel.

IKEA’s catalogue announcement, ‘BookBook’, is certainly a fun interpretation of an ad format well recognised around the world. Interestingly it is unusually respectful for a parody, giving a clear nod to the tech-giants proven ad format. It does not mock. It does not criticise. It embraces how exciting something new can be.
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Instagram Shoes
September 1, 2014

Make Instagram Pay through Social Selling

640 x 640 pixels of socially enabled sales opportunities

Curalate have launched a new digital toolset called Like2Buy, which turns an Instagram post into a clickable product listing, allowing followers to quickly complete a relevant purchase.

See. Like. Click. Buy.

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April 30, 2014

“Are you really busy at the moment, or do you have 5 minutes?”

A modern cry for help? Misread and disregarded? All pointing towards a culture-wide problem? Are we really that busy to help?

Regardless of the industry you work in, you are employed for one reason – being a solution provider. You take a problem, a requirement, or an opportunity, add significant measurable value and, in return for payment, deliver something in return that makes the organisation increase stakeholder fulfilment (financial and non financial).

With that being the case, if someone is asking for 5 minutes of your time, it is to involve you in helping them provide a solution that achieves the goal associated to that task or project. So if you can add significant value to that process in 1/288th of the time available to you every day, then why do we so easily dismiss this as not being a priority for us?

“I didn’t have time”
This actually means, “it wasn’t important enough.” It wasn’t a high priority, fun, distracting, profitable or urgent enough to make it to the top of the list. Seth Godin

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April 16, 2014

63% of interactive videos are played through to the end

Is the video content better? Is the technology just ‘fun to play with’?

A Sizmek Research Report suggests that the majority of interactive videos are watched in their entirety – encouraging news for brands that are dedicating significant budgets to rich content but struggling for audience retention. In this increasingly competitive medium, what is making this format more interesting?
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April 14, 2014

‘Use budgets to make content, not ads’

Worthwhile reflection on how short web videos ‘should’ differ to their TV counterparts

If your objective is social engagement then you must accept that your sophisticated audience is less likely to react to obvious sales tactics. TV Broadcaster and Presenter Kristian Guru Murthy rightly highlights a clear need for a concise production approach to web video to deliver content that fuels your community interaction. Well worth a watch.

April 8, 2014

Sell on Amazon, if you’re not already

Amazon has revolutionised our online shopping experience in the past. With new services and new interactive gadgets they’re set to do it again.

If rolled out internationally, Amazon Fresh is about to revolutionise our shopping. Supermarket items routinely ordered and delivered direct – from groceries to batteries. Add a nifty little gadget like Amazon Dash to the mix, and our shopping habits are set to change again.
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April 3, 2014

Always add captions to your promotional videos

Captioning. perhaps the most overlooked part of promotional videos. Marketers rightly focus on speed, but miss out on completing the job properly.

Captions aren’t just for the hard of hearing. They’re also useful for those who can’t listen at the moment, have forgot their headphones, are at work, or speak a different language. Adding captions gives you the opportunity to deliver your video message to more people – as they’re less likely to save for another day.
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March 31, 2014

The perfect professional profile picture

what do business connections think of your LinkedIn profile picture? Photofeeler study reveals a range of considerations that will help you leave a positive impression

60,000 ratings of Competence (smart and capable), Likability (friendly and kind), and Influence (Industry Leadership) metrics for 800 profile photos were collated to form an advisory article on what makes the perfect professional profile picture. Is your profile picture carrying the right positive digital impression?
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March 29, 2014

Sport Tweets – Make sure they’re live, not scheduled

Social media credibility has to be questioned if you’re not live tweeting at sporting events

Scheduled tweets give us the flexibility to craft detailed social media plans, and I’d expect nearly every social media manager to use them as part of their automated tasks. It could be a big announcement, or a simple ‘Merry Christmas’ message. It doesn’t remove the desire for engagement and interaction, it simply allows for co-ordination across multiple communication channels. BUT, do not use it to talk about or reference a live event – you should do that live. AutoExpress made that mistake this morning, relating to the ‘delayed’ Formula One Qualifying session. Ironically, as the great Murray Walker once said…

“Anything happens in Grand Prix racing and it usually does” Murray Walker, F1 Commentator

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